Abstract

Acknowledging the importance of both the Japanese market and the natural resource of the Great Barrier Reef (GBR) to Australian tourism, undertakes a study of the motivations of Japanese tourists to visit Australia and the GBR in particular, and their experiences with regard to the natural environment; frames the questionnaire used with reference to Pearce's travel career ladder and conducts factor analysis on Japanese travel motivations, revealing the important factors for travel to Australia to be: exciting experience; cultural experience; self-esteem; family relationship and relaxation; and for travel to the GBR to be experiencing nature; experiencing excitement and relaxation. Compares the findings with those from a survey of English-speaking visitors to the reef and reports potential improvements to the trip suggested by both sets of respondents; believes that the findings will be useful in attempts to introduce sustainable tourism to the area as well as in improving marketing efforts.